Netflix’s “Buy Now! The Shopping Conspiracy” sets the stage for a hard look at the environmental impact of overconsumption across industries. But today, we're focusing on one industry that every person on the planet contributes to in a major way- the fashion industry.
The United Nations names the fashion industry as the second most polluting of all industries, resulting in 8% of all carbon emissions and 20% of all global wastewater. This waste is primarily driven by 3 factors:
- Fast Fashion - the cycle of quick production, often in low quality materials for quick purchase that leads to quick disposal
- Inefficient manufacturing - leading to wasted fabric or clothing rejects
- Consumer behaviour (we buy for the thrill and limit repeated outfits, throwing out season after season or wear after wear
This is quite daunting, we know. But over-consumption has environmental, social and economic consequences. Industry leaders and mass manufactures are as equally to blame for this as are consumers. We have become a reflection of one another.
So how can we make a change?
The role of small brands in sustainability:
Small brands play a crucial role in promoting sustainability within the fashion industry. They are able to focus on their core values and align them with their impact on the environment and ethical business practices. Although small, this is very impactful. By creating and promoting the concept of “value not volume” and encouraging your community of consumers to invest in long lasting, locally produced items, you’re slowly making a small conscious change that alters the consumers thought process when pressing the checkout button for a basket full of mass-produced, disposable items that actually aren’t going to add any value to your life.
As a consumer:
Think before you buy.
- Do you really need this?
- Do you know where it came from and who made it?
- Were lives harmed?
- Were makers fairly paid?
- How is this item going to initiate a positive change in your life?
By shifting our mindset from quick consumption to thoughtful investment, we can begin to change the narrative around fashion and sustainability. Small brands have the power to lead this movement by prioritising quality over quantity, and consumers hold just as much power by choosing where they spend their money.
So the next time you shop, ask yourself:
Am I investing in something that lasts, or am I feeding a cycle of waste? Every choice we make- no matter how small- has an impact.
At Kelly Love, we believe in reimagining waste and redefining luxury through sustainable craftsmanship. By supporting brands that align with your values, you’re not just buying a product- you’re contributing to a better future for fashion.
Thinking of purchasing a sustainable accessory? View our latest collection here.
